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CambridgeAnalyticaPOV IntouchSolutions PDF
CambridgeAnalyticaPOV IntouchSolutions PDF
Executive Summary
On March 17, The New York Times reported that consulting consulting firm named Cambridge Analytica (CA). It was
firm Cambridge Analytica misused personal data on more reported that CA had gained access to the data of more than
than 50 million Facebook users in order to manipulate the 50 million Facebook users and misused that data for political
outcome of the 2016 presidential election. Though politics are influence during the 2016 presidential election. Here’s
the central theme, the incident has also raised questions a breakdown of what happened:
about the implications of marketing influence in a modern
world — marketing driven by data. 1. In return for $1 – $2, roughly 270,000 people downloaded
a Facebook app called “thisisyourdigitallife.”
We understand that marketers may be facing questions 2. With users’ consent, the app pulled information from their
and second-guessing strategies involving data science, and their friends’ Facebook profiles.
predictive analytics, targeting, data privacy and Facebook 3. The researchers who created the app then passed the data
itself. This POV breaks down the reported scandal, clarifies what to CA without users’ permission — a violation of Facebook policy.
pertains to pharma marketers, and lays out recommendations 4. The data was then allegedly used by CA to build psychographic
in light of the news. profiles of users and their friends, to help the Trump campaign
identify voters for targeting, to provide advice on where
Short on time? Jump to our seven key takeaways, to focus campaign efforts, and even what to say in speeches.
which include:
The scandal has raised concern about the privacy and security
1. Go small. Capture only the minimum data needed. of Facebook data, not to mention legal questions around CA’s
2. Be transparent about how you use data. business practices. But the implications could be further reaching,
3. Ask the right questions of your agencies and vendors calling into question ethical concerns around the exploitation
regarding data collection, use and ownership. of user data to manipulate behavior.
4. Understand regulations, such as the EU’s GDPR, which
goes into effect May 25. Next, we’ll break down these current events from two different
5. Seek pharma-friendly partners that understand the marketing perspectives — data science, and Facebook.
On March 17, The New York Times reported breaking news • The data: Misappropriated data included names, gender,
involving Facebook, the Trump campaign, and a political locations, and Facebook “likes.” The app itself was veiled
as a personality quiz and included questions If your brand or company currently
on respondents’ political leanings.
hosts a Facebook page, there’s nothing
• The intent: Reports detail CA’s intent to use the data
to build algorithms to predict personality traits of voters,
you need to do differently; none of that
and then influence them. In an interview on NBC’s “Today,” data was compromised.
a former CA employee said CA used the data to “create
a web of disinformation online” and exploit “the mental It’s worth noting, however, that users — including Tesla CEO
vulnerabilities of people” with targeted political messages. Elon Musk — are deleting their Facebook accounts in the
face of the trending #deletefacebook movement. The Wall
• The denial: CA has repeatedly denied that it used any
Street Journal reports that some companies have suspended
of the data to influence the Trump campaign outcome.
advertising. Facebook’s value dropped by nearly $50 billion
since the news broke. To mitigate damage, Facebook has been
reaching out to companies, industry groups, and agencies
to reassure them of data-privacy rigors, and Mark Zuckerberg
issued an apology in a full-page ad placed in American and British
newspapers. The following day, the Federal Trade Commission
(FTC) confirmed it was investigating Facebook’s data practices.
3. Ask the right questions of agencies and vendors Time will tell if this incident will generate further regulation,
regarding data collection, use and ownership. Here’s if it triggers a downward spiral for Facebook as advertisers
a starter list: and users abandon the platform, or if instead, it just fades into
history as a small note of caution.
»» What are the sources of the data?
»» Is the data you are purchasing first-party data or
Join the conversation: email us at getintouch@intouchsol.com,
third-party data?
message us on social media, or contact your Intouch team.
»» What are the terms of use and privacy policies of the
data provider(s)?
Authors: Wendy Blackburn, Andrew Grojean, Sam Johnson, Aaron Uydess
»» What are the opt-out policies and procedures? © Intouch Solutions 2018
»» How recent and up-to-date is the data?
4. Understand new regulations. Be aware of new EU regulations
going into effect May 25, and how they may affect your
marketing plans. Businesses will need explicit consumer
consent to use audience data, making third-party data
more difficult to access.
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